January 25, 2011
How to Use “The Art of War” to Destroy Your Sales Goals
Dealing With CompetitionIn regards to plotting a strategy, Sun Tzu says about your opponent:
“Attack him where he is unprepared, appear where you are not expected.”If you’re competition is entrenched in a market, why attack them head on? Instead of trying to fight an insurmountable force, find where your competition is weak.Does their key product lack some features? Is their product line focused more on one segment than another? Does their customer service need improvement?Research the dominate players in your market and tailor your product and pitch to exploit their deficits. Become the “go-to” person in an area that no one else is focusing on.
MotivationIn one of Sun Tzu’s most famous military examples he teaches us to “burn the boats” and give yourself no retreat.
“Throw your soldiers into positions whence there is no escape, and they will prefer death to flight. If they will face death, there is nothing they may not achieve.”While it’s impossible to simulate such dire straits as facing death in the modern workplace, you can let yourself, your employees and coworkers know that repeated failure is not an option. If the sales team fails, the company will eventually fail and everybody will be looking for a job.Make sure that fate doesn’t befall you by working as though you have no other options. With this motivation pushing you along, you will find creative solutions to problems that you may have previously abandoned.
AnalysisSun Tzu says:
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”While in depth analysis of your actions, your company’s results, your competition and the market isn’t always most exciting thing, it is vital to your success. You have to know where you stand, where your competition stands and what you can do to improve things.Take a long look at your daily activities. Are you making yourself busy or are you being productive? Have you applied the 80/20 Rule to your clients, schedule and overall outlook?Understand your own weaknesses and strengths, know where your competition is weak and strike accordingly.